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Month's Top 10 Most-Liked, Most-Recalled New TV Spots

IAG Research Ad Ratings: Consumers Like M&M's 'Bench' Ad

Published on April 30, 2008.

IAG TOP 10 MOST-LIKED NEW TV ADSMarch 24 to April 20, 2008

TOP MOST-LIKED SPOT
There are lots of reasons to like M&M's -- for instance, they melt in your mouth, not in your hands -- but if you were a squirrel in the park, you might have other reasons to be jonesing for an M&M.

Advertising Age Embedded Player

Rank

Brand

Description

Index

1

M&M's

Pink peanut M&M is attacked by squirrels while trying to read a magazine on a park bench.

188

2

Wendy's

Chicken Go Wraps--Woman in office is able to eat with one hand as she works; a one-handed snack with a two-handed taste.

Images of Madonna in different eras appear as song plays; volumes, waves; change up your look, change up your life.

139

8

TGI Friday's

Right Portion Right Price Menu--Guy Fieri says just the right amount of food starting at $5.99, enough left to buy those ladies dessert.

139

9

Ford

More five-star crash test ratings than any other car company; only company with SYNC technology; now equal with Toyota in quality.

138

10

Expedia

Yellow suitcases appear in various travel destinations across the world; last year Expedia booked over 25 million trips, go with confidence.

135

Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of March 24 to April 20, 2008. The Likeability Score is the percentage of TV viewers who report to like "a lot" an ad they were exposed to during the normal course of viewing TV (among those recalling the brand of the ad). These scores are then indexed against the mean score for all new ads during the period (Likeability Index). 100 equals average. For example, with a Likeability Index of 188 the top ranked M&M's spot has proven to be almost two times times as liked as the average new commercial during the past four-week period.

Welcome Back Spring--Employee helps a grizzly bear shop for grills, outdoor furniture; transform into a man.

208

5

Volkswagen

VW Bug hosts a talk show; interviews astronaut Rick Searfoss who is skeptical when told Volkswagen has more engineers than NASA.

204

6

Dannon

Activia--Jamie Lee Curtis used to think yogurt was all the same; says only one yogurt is clinically proven to regulate your digestive system.

197

7

Travelers Insurance

Man in a suit carries a giant red umbrella; uses it to solve peoples' problems as he travels through the countryside to the city.

196

8

Cialis

One moment we were feeling spontaneous, the next we were happily interrupted; daughter comes home and surprises parents.

195

9

Expedia

Yellow suitcases appear in various travel destinations across the world; last year Expedia booked over 25 million trips.

194

10

Pizza Hut

Tuscani Pastas--50 New Yorkers attend a pasta tasting; real people on hidden camera; delivery men show up; Pizza Hut delivered.

194

Source: IAG Research (iagr.net)
Only new ad executions considered, airing weeks of March 24 to April 20, 2008. The Recall Score is the percentage of TV viewers who can recall within 24 hours the brand of an ad they were exposed to during the normal course of viewing TV. These scores are then indexed against the mean score for all new ads during the period (Recall Index). 100 equals average. For example, with a Recall Index of 216 the top ranked Philadelphia Cream Cheese spot has proven to be more than twice as memorable as the average new commercial during the past four-week period.